Visual identity is one of the integral parts of a brand product or service in its appearance on the market. One of the primary brand functions is simplification of buying and consuming process, since a successful brand represents a set of values and characteristics which ensure consumers correct choice. This thesis deals with components of brand anatomy, its strategy and the design process of creating a visual identity for a brand of hand-made clothes. Theoretical part deals with the integral parts of brand strategy which consists of the brand purpose, promise and value, its positioning in relation to the target group, personality and content and brand story creation. Brand strategy is communicated through the visual identity of brand, whose backbone consists of logotype, typography and colors, which is applied to a wide range of print and promotional materials and various touch points with the consumer. Brand analysis within the marketing mix creates guidelines for concept development and the whole design process, which is supported by a questionnaire aimed at potential customers and examines their attitude towards the brand niche, expected visual determinants and their impact on the purchase, all in collaboration with client wishes and requirements. After design process development and creating the brand visual identity, the conclusion outlines the rasons and guidelines for selecting and creating specific directions within the creation process.